Why Refy’s new category dubbed 'skincare simplified' should be on your radar
Content creator Jess Hunt and her co-founder, beauty entrepreneur Jenna Meek, sent waves rippling through the British beauty industry after launching the highly covetable cosmetics line, Refy. Now, the brand is branching out into skincare for the first time, "because skincare is the first step in your beauty routine".
Jess Hunt, known for her bushy brows, saw Refy quickly rise through the ranks of the industry thanks to its viral brow gel. In 2022, the brand introduced bodycare, and in January 2024, Refy expanded into fashion with a limited-edition collection of apparel and lifestyle products – all of course rendered in Refy’s black and white tones with silver accents. By February 2024, it was already back with a new product launch, its first lash product.
Moving forward, from September 2024 to August 2025, the Selfridges and Sephora stocked brand is expecting around £100 million in sales, up an impressive 60% year-on-year.
Adding to its string of success, Refy is now trying its luck in the skincare market. Noticing a gap in the market and responding to countless calls from its customers, the brand saw the opportunity to innovate skincare routines with effective products that simplify the process. In the spirit of keeping things simple, Refy has launched a moisturiser and cleanser.
The cleanser, Face Cleanse, retails for £24 and was designed to be the first product Refy users reach for in the morning. Going back to its motto, "skincare simplified", it reflects Refy’s solution to allowing consumers to forgo the double cleanse with one product. It’s clinically proven to remove 100% of makeup, SPF and impurities in one single step.
Face Cleanse transforms from serum to foam as you apply. The initial serum stage melts away all traces of the day’s makeup and SPF before transforming into a whipped foam to extract impurities from the skin and deeply cleanse pores. All the while, it promises to be non-drying, without stripping the skin.
Refy claims its key ingredient - trealix - is clinically proven to boost hydration within 30 seconds of application, "making this product one of the fastest-working skin care multitaskers on the market".
As for the moisturiser, Face Sculpt, it retails for £38. The slightly higher price is down to its new patented ingredient designed to lift and sculpt the face.
Created to provide a base for makeup and define features, Face Sculpt features a built-in roller massager inspired by lymphatic drainage and massage techniques with five individual cooling balls that rotate independently from each other to create a long-lasting, sculpted effect. Inspired by its bestselling Glow and Sculpt Primer, Face Sculpt's unique packaging helps to depuff and define all with one simple swoop.
Now for the formula. The gel-cream hybrid allows the surface of the skin to absorb the product instantly. Meanwhile, it's clinically proven to improve your makeup-wear through the use of super-ingredient glycerin, the nature of the unique formula leaves skin feeling dewy and refreshed, with no oily residue or pilling. Clinical trials saw 97% of users agree their skin looked and felt instantly firmer and 93% agreed it improved their makeup application.
Jenna Meek, co-founder of Refy, said: "We have stayed true to our mission in simplifying routines that you didn’t even know needed simplifying. Face Sculpt is an industry-first example of combining multiple skincare steps into one, comprehensive product with real results".
Jess Hunt added: "We listened to how much our community loved the sculpting and cooling effects of products like our Primers and knew we had to create an everyday moisturiser that makes you look and feel amazing."
Both the Face Cleanse and Face Sculpt are available at refybeauty.com and online and in-store at Selfridges. Sephora UK will welcome the products in-store and online from 21 January.
